Case Study ClearCompany
Industry: Human Resources & B2B
Goal: Quick Turnaround During the COVID-19 Pandemic
The Coronavirus has brought a new string of challenges to businesses. Many companies are struggling to maintain business at the pace and frequency at which they were before the outbreak started.
We knew with our client being in the Talent Management and Talent Acquisition industry that we had a major opportunity to push their value to potential customers by leveraging their expertise in customizable, adaptable, and remote-capable talent management with an account-based marketing approach.
DETAILS
services provided
CONTENT
CREATION
GROWTH, SEO,
& EMAIL
SOCIAL &
PAID ADS
GRAPHIC
DESIGN
WEB &
INTEGRATIONS
FACTS
it’s in the numbers
- We deployed a pop-up, a landing page, and an email that had 437 downloads and brought in 253 new contacts
- We quickly leveraged previous content and resources to be bundled into a remote work resource bundle that brought in over 280 submissions and 97 new contacts
- We designed their presentation, promoted on email and social, and drove 200 registrations for their virtual content series
INTRODUCTION
the client & their issue
FINDING THE RIGHT PARTNER
ClearCompany is a talent management and talent acquisition software company. After the pandemic hit, the company turned to Red Branch Media to help them maintain business continuity.
THE PROBLEM/PAIN POINT
At the beginning of the pandemic, when businesses were closing their offices due to the lockdown, our client decided to pivot their current marketing efforts in support of assisting current clients and prospects maintain business continuity.
THE STORY
how we solidified a solution
The RBM team took this moment to quickly pivot our scheduled messaging and redirect to push the client’s new product release, which has added capabilities in making remote talent management easier, more effective, and valuable in the most critical time.
Immediately, Red Branch Media created valuable marketing collateral dedicated to better understanding the exact value of our client’s platform, the individual elements that could be leveraged specifically for today’s challenges, and how to better sell the platform based on immediate market needs. Our design efforts allowed the client to expedite the launch of new products and equipped their internal sales and product teams with the resources needed to better sell to clients
and prospects.
We also quickly pivoted a number of existing content pieces, social images, and web pages to reflect the real-time concerns of businesses everywhere, helping our client stay up to date by-the-minute.
Social messaging was an important part of our strategy in order to reach as broad of an audience as possible. Though talent management is a universal need for businesses, the challenges of COVID-19 brought the benefits of our client’s platform to the forefront of more potential customers than ever before at a given time.
Email is an integral part of making sure our client’s messaging gets front and center amongst their audience. Red Branch quickly assembled an email campaign to push the new content being created, the upcoming virtual conference content series, as well as the launch of new products and tools.
Red Branch website developers worked quickly to put up new landing pages, host video content, and update forms and parameters used to qualify new leads.
Making sure there was relevant content continuously being created, published, and with the right keywords to reach the right audience was a top priority for this client. The content was produced quickly, to a high standard, and covered a variety of needs.
The Goods
the red branch team provided
- An infographic detailing the elements of the client platform that could aid customers with the immediate needs
- An infographic detailing an effective way to deal with the crisis as it unfolds in real-time
- 1-2 new blog posts a week for 8 weeks covering different aspects of business affected by the outbreak
- Prevented a large loss of blog traffic despite a sharp downturn in internet traffic industry-wide
- Updated and adapted numerous pieces of existing content and marketing collateral to speak topically about current needs
- Planned out future content and discussion topics in order to stay ahead-of-the curve so that content strategy is proactive vs. reactive
- Wrote and adapted web copy for several landing pages in order to speak to the current environment and immediate business needs of potential customers
THE OUTCOME
the fruits of our labor
As the Coronavirus Pandemic began roaring into full force, our client knew they could rely on Red Branch Media to help them execute quickly and strategically in order to maintain momentum and growth by leaning on our services and expertise.
In the span of a few short weeks, the Red Branch Media team was able to pivot on a dime, and redirect an entire marketing campaign to reflect what was happening to the industry in real-time.
the design team produced a covid-specific landing page and an infographic with useful tips
the social team published 83% more social content and achieved a 76% increase in user shares
the growth team achieved a 22.71% open rate (industry avg. is 5%), and increased their click-through rate 2% higher than their average
